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Friday, Aug 22, 2014

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Renea-Morris-2011

Renea Morris

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Branding OHIO through its brand


University Communications and Marketing (UCM) is responsible for ensuring all official OHIO communications and marketing materials are consistent in editorial and graphic style.

Images and messages should follow a format that expresses the University’s mission, vision, values and goals. I’ve discussed brand architecture and graphic style in previous columns as well as message tone and content, all elements that are designed to achieve one identity and one voice for OHIO.

Discussions among members of the University community and our external target audiences revealed that the image of Ohio University was inconsistent and not focused or well recognized by the wider community. This 24-month long dialogue with the University community and external stakeholders has helped us build a message platform and increase the understanding of our unique value in the marketplace in order to discover a meaningful, differentiating focus for the University brand.

OHIO students stand apart as a result of their experiences in a place that fosters and celebrates the power of the individual. OHIO students gain an “individual edge” when they graduate. Depth and breadth of degree programs, quality of academics, professors and staff and a culture that enables students to find who they are and the path they should take are the attributes that resonate the most, according to our research.

With the research and findings in mind, concepts for new creative campaigns have been developed. We’re looking to develop branding and marketing materials that will project a consistent and unified approach while providing the opportunity for long-term variations across all Ohio University campuses, colleges and centers. Equally important are themes that portray the attributes that resonate with current and future students and their families, faculty, staff and alumni.

If you haven’t already, take a few minutes to participate in the branding survey here: http://www.ohio.edu/creative/ (OAK ID and password required). The survey closes June 1. The images are concepts and not meant to be final in any way, which is why your feedback is so important to help guide the development of our next generation of promotional materials for the University.